Decathlon’s premium bike brand Van Rysel has had the grand opening of its first outlet in London, UK. Custom-built to showcase its products in a unique setting, the new retail space is aiming to become a destination for road cyclists from all over the UK.
Positioned as being ‘a brand rooted in Flandrian heritage’, Van Rysel is a relative newcomer – having had its inception in 2018.
Cyclists visiting the Decathlon Surrey Quays store can now immerse themselves in Van Rysel bikes and accessories, guidance, and bike fitting services. From personalised bike configurations to in-depth consultations with staff, the store offers a bespoke retail experience for cyclists of all levels.
The launch of the Van Rysel store marks a milestone in Van Rysel’s expansion strategy, as it continues to broaden its reach. The brand’s product line-up includes the recently introduced RCR Pro Replica team bikes – based on bikes being raced in this year’s World Tour by Decathlon-AG2R La Mondiale.
Nicolas Pierron, Founder of Van Rysel, said “We wanted the store to be a tribute to Rysel, which means Lille in Flemish; the city where Van Rysel has its headquarters and bike factory. Lille is the capital of French Flanders.
“We are thrilled to open our first Van Rsyel store in London. This expansion is not just about opening a new store; it’s about inviting more people to experience the rich heritage and superior craftsmanship that Van Rsyel stands for. We are excited to share our passion for cycling with the vibrant cycling community in London and look forward to becoming an integral part of the local culture.”
Marc-Antoine Aubert, Lead Designer at Decathlon, said “We opted for a distinct and eye-catching [store] layout, with a centralised podium that showcases the hero Van Rysel bikes in the range. Behind this is the welcome desk built from a material inspired by the famous showers of the Velodrome of Roubaix.
“Above the welcome desk is a large screen with a video playing that reflects and shines on the ‘miroir d’eau’, ‘reflecting water’ of the big podium – that is a tribute to two main architectural jewels of the Roubaix area, the Villa Cavrois & the Museum La Piscine of Roubaix.
“Finally, the central structure is made out of steel grating, which took inspiration from the wind tunnel where Van Rysel developed its bikes. Each aspect of the store was considered, and we can’t wait to see how the public engage with the space.”
www.decathlon.co.uk/shop-in-shop/van-rysel
